Concept
A subtle blend of business, conviviality and expertise, this is THE secret formula of MakeUp in LosAngeles that you will not find anywhere else!
MakeUp in™ is a universe, a mood, a source of inspiration, and a meeting place. MakeUp in events are all of this at once: it’s where new skincare and makeup collections are imagined, invented, and created.
Since its first edition in 2010, MakeUp in has accompanied the meteoric rise of the beauty industry, particularly makeup, by positioning itself in promising markets like Brazil, Korea, and undeniably the USA, with Los Angeles and New York, and of course Paris, where it all began. Trends drive these events, so naturally, the offerings have expanded to skincare, including hybrid products like mascaras that promote eyelash regrowth, moisturizing foundations, and lipsticks that smooth out fine lines, to name a few.
From the fusion of expertise, know-how, creativity, ingenuity, and passion, hundreds of innovations are born at each edition to serve the beauty of the future. The most successful innovations, selected by a jury of experts, are showcased at the heart of the event to facilitate their discovery and exchanges with their manufacturers, whether they are formulators, turnkey service providers, or suppliers of packaging, ingredients, and accessories.
Dedicated to the emergence and growth of beauty brands (legacy brands, indie brands, DNVB), MakeUp in events expand on the exhibitors’ offerings with rich cycles of conferences and workshops addressing hot topics, future trends, regulations, sustainable development, new materials, manufacturing techniques, consumers, and current and future trends.
But that’s not all—our imagination is endless to welcome an industry that never stops reinventing itself in the best conditions!
"Make way for passion, beauty, its key players, and business!
I will be very happy to welcome you to our events and thus contribute to the development of your projects."
Sandra Maguarian, Show Co-Founder & Director